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Integrating with Google Tag Manager

Concord integrates with Google Tag Manager (GTM), a popular integrated tag management solution, in a few easy steps. By the end of this article, you'll know how to configure Google Tag Manager to load Trackers in compliance with user consent regulations.

Concord and Google Tag Manager

Concord's prior blocking feature manages scripts in compliance with user consent regulations using the following strategy.

  1. Before consent, Trackers are excluded from the page.
  2. After consent, Trackers are included on the page.

This works well for simple <script> tags like the Facebook SDK that initialize a single library when the page loads.

<script src=""></script>

However, this strategy is inadequate for tag management solutions like Google Tag Manager that control how and when managed tags are initialized by using Triggers. In a word, a tag is initialized if it has a trigger that matches an incoming event name.

<script async="" src="[UA_ID]"></script>

The <script> tag above initializes the GTM Container to manage any constituent tags. For integrated tag managers, Concord uses a different strategy to maintain fine-grain control over a container's tags:

  1. Include the container on every page
  2. Send events that will trigger tags on user consent or rejection.

For example, to maintain regulatory compliance, we may not want to initialize any tags on a page, or we may want to initialize some tags but not others. This article explains how to add triggers to GTM tags that will initialize on important user consent events.

Setting up Google Tag Manager

To set up Google Tag Manager's container and tags, follow the GTM Quick Start Guide.

Using Concord events to trigger tags

Concord sends events to Google Tag Manager if GTM is detected on a page. No additional setup is required in Concord.

For each GTM tag, a trigger should be defined that activates based on a Concord consent event.

In some cases, you may have a non-user-identifying tag that does not require user consent to initialize. In GTM, this tag may be configured to initialize on all pages or by using the corresponding Concord events.

Non-user-identifying tagalways initialize

In other cases, you may have tags that require user consent (Google Analytics is a popular example of this) in accordance with user consent regulations. These tag should be instructed to initialize only when the corresponding Concord event is detected.

Analytics taginitialize on named trigger

Concord sends events to Google Tag Manager on important consent actions.

Cookies that are strictly necessary for operation of a website that do not identify users do not require user consent. In Concord, these cookies may be added in the Session or Preference category. For strictly necessary trackers, Concord sends consented events on every page load with the following event names:



When a user rejects cookies, Concord sends a rejected event with the following event name:


When a user accepts cookies, Concord sends a consented event with the following event name format:

concord-user-consent-consented-category-<CATEGORY_ID> where <CATEGORY_ID> is any valid Tracker Category ID listed here.

Consent triggers are activated for each consented Tracker Category. A user can modify his or her consent categories in the Privacy Preference Center.

Analytics category in the privacy preference center

For example, once consent is given with the analytics category selected, Concord sends the following event to GTM on every page load.


The next section explains how to add a trigger to each Google Tag Manager tag that activates on the corresponding Concord consent event.

Adding triggers to Google Tag Manager tags is easy using Concord event names from the previous section. In your dashboard:

  1. Select the tag to configure.
  2. Select Add a trigger.
  3. Select the Custom Event trigger type.
  4. Add the Concord event that matches the Tracker Category of the tag.
  5. Name the trigger and press save.

Adding a Concord trigger to Google Tag Manager

Once saved, a configured tag should look like:

GTM tag with trigger

This tag initializes when the user consents to tracking with the analytics category selected. It's worth reitering that a GTM trigger should match your Tracker Category in Concord.

Google Analytics tracker configuration

In Google Tag Manager, we added a trigger activated by Concord's concord-user-consent-consented-category-analytics event because Google Analytics has Tracker Category: Analytics in our Consent Configuration.

Adding tags managed by Google Tag Manager to your Consent Configuration is easy.

First, ensure your Google Tag Manager container is excluded from your Concord configuration. It should be placed on each page according to the requirements in GTM's Quick Start Guide.

Then, list tags as you would any other Tracker but leaving the Tracker Code section blank.

Google tag manager Consent Configuration with no tracker code

Concord will list Google Analytics in your Privacy Preference Center and send the concord-user-consent-consented-category-analytics trigger event on user consent. Repeat this process for each tag in Google Tag Manager that should be integrated with Concord.

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